What is user-generated content? (and how to ask for it politely)
User-generated content is anything your customers create about your product, such as photos and videos, and you should always ask permission before using it.
What it means
User-generated content, or UGC, is anything made by your customers rather than by you: a photo of your candle on their shelf, a video of them unboxing a parcel, a story tagging your account, a message saying the saree draped beautifully.
It matters to a small seller because it shows your product in real homes, in real light, with real hands. That is something even a good photographer cannot fully create.
Rule one: it belongs to the customer
A customer's photo is theirs, even if it shows your product. Posting it on your page without asking is rude, and may cause trouble. Always ask first, always say where you will use it, and let the person say no without any pressure. Keep a screenshot of the yes in your chat so you have a record.
Our post on how to ask permission to repost customer photos covers this carefully.
A message template for WhatsApp
You can adapt this to your own voice.
"Hi Priya, thank you so much for the lovely photo of your candle! It made our day. Would it be okay if we shared it on our Instagram page and tagged you? We will use only this photo and you can tell us anytime if you want it removed. Totally fine if you would rather not."
Why it works:
- It begins with thanks, not a request.
- It names the exact photo and the exact place you plan to use it.
- It offers to tag her, which gives credit.
- It makes saying no easy.
- It promises removal on request, and you must keep that promise.
If someone tags you on a story and you want to repost it, the same message works, with the word story in place of photo.
How to invite people to share
Do not wait for it to happen by luck. Make it easy.
- Put a small card in each parcel: "Tag us in your photo and we may feature it, with your permission."
- Mention it in your delivery message: "Hope you love it! If you post a picture, we would love to see it."
- Run a small, honest challenge, such as a photo of how you use it. Be careful with prizes. See how to run an Instagram giveaway the careful way.
- Ask a few weeks after delivery rather than the next day. What to send a customer two weeks after delivery has ideas.
Our post on collecting user-generated content from customers goes further.
Using it well
- Credit the customer, with her consent, by name or handle.
- Do not edit it heavily or crop out her face or caption without her approval.
- Keep a simple list of what you have permission to use, with the date.
- Never pass off a customer's photo as your own photography.
- If she asks you to remove it, do so quickly.
A screenshot of a kind message can work as UGC too, but hide phone numbers and other private details, and ask first.
Reviews with photos
A review that includes a picture is a particularly valuable type of UGC. See how to collect photo reviews from customers.
I will not quote engagement figures. The honest reason to collect UGC is simpler: it helps new shoppers see your product in everyday life, and it makes your existing customers feel appreciated. Treat their photos with care, and they will happily share more.